تفاصيل الرسالة العلمية

The study aimed at identifying the impact of internal marketing practices on organizational commitment through the intention to stay in commercial banks in Jordan. The internal marketing practices represented by (empowerment, training programs, incentives and rewards, internal communication and administrative support). The study population consists of employees of Commercial Banks in the northern region of Jordan, intentional sample was taken from the study population. The questionnaire was distributed to 550 of study samples, 521 were valid for statistical analysis. To achieve the objectives of the study and test hypotheses statistical analysis programs (IBM SPSS 24) and (SMARTPSLS, v. 3.2.6) were used. The study found that there is a statistically significant effect of internal marketing practices (empowerment, training programs, incentives and rewards, administrative support, and internal communication) on the organizational commitment through the intention to stay in commercial banks in Jordan, in addition to a statistically significant impact of Internal marketing practices (empowerment, training programs, incentives and rewards, and administrative support) on the organizational commitment in commercial banks in Jordan, and a statistically significant impact of internal marketing practices (training programs, incentives and rewards, internal communication and administrative support)on Intention to stay in commercial banks in Jordan. Based on the study results, the researcher recommended the managers and decision makers in the commercial banks in Jordan to emphasize the importance of job commitment, which generates the desire of employees to maintain their membership in the banks and their willingness to pursue organizational goals and accept their values and objectives